STUDY PROGRAMME
Design

AFAM CODE
ABTEC37

DISCIPLINARY AREA
Design methodology of visual communication

DISCIPLINARY FIELD
Brand design

CREDITS
12

APPROACH
Theoretical/project based

This course analyses corporate identities through their product images, and through their communication and presentation strategies as part of the brand creation. Specific attention is devoted to the products staging, both in their physical and virtual instances, in different contexts such as commercial, cultural and in services.

• The programme grants 12 credits, divided as follows:

• BRAND STRATEGY: 6 CFA

• EXPERIENCE DESIGN: 6 CFA

Successful students will be able to:

BRAND STRATEGY:

• Understand the fundamental rules of brand communication

• Devise communication strategies that use images, video and graphics to define brand identities and appeal to their target

• Practice concept and proposition, and develop the brand’s storytelling

• Design a social or corporate visual identity and coordinate the different contexts where the brand will be used

EXPERIENCE DESIGN:

• Develop projects starting from the user experience point of view

• Develop projects in service design and interaction design

BRAND STRATEGY:

• Elements of marketing

• Case studies

• Images, video, web

• Story, copy

EXPERIENCE DESIGN:

• User experience

• Service design

• Interface design

• Interaction design

This is a theoretical/project based course. Over the course, the students will carry out didactic activities that are functional to achieving the learning goals, that in both modules may include:

• Classroom lectures

• Exercises and revisions

• Field trips

• Development of individual projects

• Individual study and research

• Use of tutorials, videos or other media tools for detailed study

The didactic modules that make the course will be assessed separately. The final grade will result from the weighted average of all marks. In both modules, assessment is based on the final project presentation and may include:

• Oral exam

• Complete projects

• Assessed revisions or mid-term tests

Assessment criteria focus on the quality of contents, methodological consistency of the project and quality of graphic work.

Further details on specific tests can be provided by the professors during the course. Assessment criteria include commitment, active participation and personal growth of the students during the course.

All bibliographic details will be provided by the professors during the course. A lot of the referenced material, together with other in-depth study material, can be consulted online in MyNaba, in the Library section.